THE TOP 10 CLASSIC MARKETING

MISTAKES…AND HOW YOU CAN AVOID MAKING THEM, TOO

Bobby Ferguson | Founder, CEO | Jaywalker Lodge | April 20. 2012

THE RULES HAVE CHANGED(…new rules of advertising and PR)

NO MORE ONE-WAY INTERUPTIONS THE AUDIENCE IS THE EXPERT ON DEMAND DELIVERY OF INFO AS NEEDED

THE AUDIENCE HAS BECOME THE EXPERT

WHAT’S IN A LOGO?(…DESIGNERS COST A FORTUNE, OR DO THEY?)

THE IDEAL LOGO DESIGN PROCESS DON’T GET A SECOND CHANCE AT A FIRST

IMPRESSION WWW.DESIGNOUTPOST.COM

CRM IS NOT MY THING(…YOUR DATABASE WON’T MANAGE ITSELF!)

DATABASE MANAGEMENT = COSTLY AND COMPLEX? ORPHAN PROJECT – EVERYBODY’S BABY IS NOBODY’S BABY ONE DO-OVER YOU NEVER WANT TO EXPERIENCE…

WEBSITE BASICS(… DO IT YOURSELF, IT’S ACTUALLY EASIER!)

DO YOUR HOMEWORK BEFORE YOU HIRE ANYBODY

KNOW WHAT YOU DON’T KNOW HTML VS. CONTENT MANAGEMENT

OPERATIONS IS MARKETING(… AND MARKETING IS OPERATIONS!)

OPEN COMMUNITY MODEL OF CARE JWL SEEKS “MOTIVATED” ADDICTS WE BELIEVE STATEMENTS

PRIMARY CARE

Arresting AddictionEducationCounselor directedSecluded setting Intro to 12 StepsSafe, secluded time out from life’s distractions

Letting go of substances

EXTENDED CARE

Initiating Life in RecoveryApplication Peer directedCommunity setting12 Step ImmersionStructured, hectic re-entry into real life recovery

Letting go of self

A – Main Lodge (Tx. Ctr.)811 Main Court

B – Transitional Living725 Main Street

C – Transitional Living734 Main Street

D – Admin Offices 1152 Hwy 133

A B

C

D

“We Believe” Statements▪ 12 Core Values ▪ Read aloud weekly▪ Staff and Patients▪ Sound hokey? Perhaps... Try it!

BRANDING FOR DUMMIES(…PET PEEVES AND PERSONAL PREFERENCES)

THE JAYWALKER PARABLE… DON’T TALK ABOUT GOD OR THE STEPS PRINCIPAL OF CONTRARY ATTRACTION PRICES ON THE WEBSITE

“We, who have been through the wringer, have to admit if we substituted alcoholism for jay-walking, the illustration would fit us exactly. However intelligent we may have been in other respects, where alcohol has been involved, we have been strangely insane. It's strong language - but isn't it true?...”

- Alcoholics Anonymous p. 37

BRANDING FOR DUMMIES(CONTINUED...)

YOUR PROGRAM IS BORING...but client profiles are not! SUBOXONE & OTHER MEDICATIONS

DON’T SELL YOURSELF SHORT…the myth about treatment scholarships and discounts

ADVERTISING R.I.P.…long live public relations (Press, Conferences, Online)

KNOW YOUR AUDIENCE…is this the place for a distraught mom’s rehab pitch?